The UK’s Competition and Markets Authority (CMA) has said it has received new commitments from Google on the latter’s proposal to remove third party cookies from its Chrome browser.
That follows an investigation into Google’s Privacy Sandbox, which replaces cookies with application programming interfaces (APIs) enabling advertisers to offer targeted advertisements without having direct access to the personal details of users.
Concerns have been raised that such a move would affect competition and concentrate advertising spending in the hands of Google. Google’s new offer, which the CMA said it would consult on, include:
- Providing more certainty to other companies also developing alternative technologies
- Improving reporting and compliance
- Providing 6 years from to accept Google’s modified commitments
“In today’s digital age, consumer demand for privacy has never been stronger,” commented Tom Bianchi, EMEA CMO, of digital experience platform Acquia. “Only 58% of UK consumers trust brands to handle their personal data, which places the onus on large corporations, such as Google, to steer a course away from the opaque data usage which has eroded consumer trust, towards more consent-driven, personalised engagement, with privacy at its core.
“Ahead of the final phasing out of third-party cookies, Google will need to ensure that it can deliver full transparency and demonstrate it is prepared to cooperate with its competitors as well as the CMA. The industry will undoubtedly welcome Google’s softened approach, but the responsibility still lies with organisations to adopt their own first-party data strategies that offer the transparency and control that consumers will need for brands to win back their trust.”
Google’s decision has led to a boom in alternative methods as a response to the end of cookies and other sources of third-party customer data. Earlier in the year, for instance, Amperity updated its customer data platform with new opportunities for using first-party data to build comprehensive customer profiles.
“We have always been clear that Google’s efforts to protect user’s privacy cannot come at the cost of reduced competition,” said CMA Chief Executive Andrea Coscelli. “[…] We welcome Google’s co-operation and are grateful to all the interested parties who engaged with us during the consultation. If accepted, the commitments we have obtained from Google become legally binding, promoting competition in digital markets, helping to protect the ability of online publishers to raise money through advertising and safeguarding users’ privacy.”
